Scarlet Asset Management Co. formed to strengthen Rutgers Athletics brand

Scarlet Assets Management Co., or SAMCO, a wholly owned subsidiary of Rutgers University, has been created to manage traditional digital and physical in-venue signage and broadcast advertising inventory as part of a full suite of commercial assets and to deliver access to gameday experiences and premium offerings, helping to strengthen the Rutgers Athletics brand.

“SAMCO will allow us to monetize the Rutgers brand better by managing and coordinating our marketing and sponsorship opportunities through a single consolidated enterprise. It will allow us to maximize the revenues from our sponsorship and advertising assets and to leverage those assets in ways that will introduce the Rutgers brand to broader audiences,” Michael Gower, Rutgers’ chief financial officer and chair of SAMCO’s managing board, said.

SAMCO also will collaborate with corporate partners to identify opportunities for student-athletes to serve as their brand ambassadors. In addition to its work with Rutgers Athletics, SAMCO will manage universitywide sponsorship and marketing efforts.

Lisa Tirrell will serve as CEO and president of SAMCO, leading the unit in the management of multimedia and naming rights, merchandise and ticket sales for Rutgers Athletics.

“The collegiate landscape is changing dramatically,” said Rutgers Athletic Director Pat Hobbs. “Athletic departments will need to be innovative and entrepreneurial. SAMCO positions us to act quickly and creatively to grow our revenues in the years ahead. Lisa Tirrell comes with a wealth of experience and has exactly the type of creative mind to work in this environment.”

Rutgers will take direct control of its multimedia rights and continue its collaboration with Learfield through a unique partnership to offer data and technology services, national sales support and radio broadcasts to help amplify fan engagement, outreach and revenue generation.

The SAMCO executive team is comprised of Kerry Atkinson, executive vice president for corporate sponsorships, Brian Cahill, vice president of ticketing, and Andrew Granozio, vice president of operations.